In a time of turbulence, British consumers seem to be opting for tried and true brands, with British Airways leading Superbrands' rankings for the fourth year running.

Only four new entries – Boots, Cadbury, Cancer Research UK, and Fairy – appeared in the top 20 in the 22nd annual Consumer Superbrands list.

A poll of 2,500 UK consumers considered over 1,500 brands in relation to their perceived quality, reliability and distinction.

Rather than opting for younger brands, such as Netflix and Facebook, consumers voted for the conventional. Brands such as Kellogg’s and Heinz performed strongly. Also, despite recent struggles, established UK retailers, John Lewis and Marks & Spencer moved up in the rankings. Even new-entries, Cadbury and Boots, are heritage brands, noted the study.

Stephen Cheliotis, chief executive of The Centre for Brand Analysis (TCBA), which compiled the results on behalf of Superbrands, said: "[The] UK public have very much opted for brands that represent continuity, consistency and comfort."